How To Look At YOUR Business...I Mean REALLY Look At It

8 replies
This is going to be a long post. I truly hope that it is of some help to at least
one person.

I think we can safely say that some people who try to make a living online
are struggling. I won't go into stats and say many or almost all or anything
like that. But judging by the posts I see just at this forum alone, I think it's
safe to say that at least a few people can't get it together.

Okay, I'm going to take a specific example of a business model and show you
how you should be looking at it. I am going to pick one that I am very
familiar with because it is something that I have been involved with for over
30 years of my life.

Songwriting.

Now, having said that, there is a HUGE disadvantage to this model that
you don't have with most other models in Internet marketing, especially
if they have nothing to do with entertainment.

See, entertainment is not like curing acne. Somebody has a zit, they want
something that is going to remove it, plain and simple. So, if you have a
product that works and can get somebody to write some decent sales
copy for you, you'll sell it. With songwriting, there is an intangible there
that you don't have with products like acne cures and debt relief. The
ability to "please" somebody with a tune and a lyric is not a cut and dried
thing. Taste comes into play here and you know what they say...there is
no accounting for taste. That's why entertainment is such a screwball
business. TV shows that I've loved get axed after 5 episodes and stuff
that I can't watch (Survivor) lasts 10 seasons. Go figure.

So, we're dealing with a niche where the X's and O's will NOT guarantee
success. However, the X's and O's still exist.

The problem is, with many businesses, especially for people who don't
really know a lot about them, they don't know the X's and O's either. They
have no clue where to start, what's required or anything about how to
make THEIR business successful.

So they turn to "generic" how to books. The problem with these books is
that they are generic. They can't possibly address EVERY business model.

And that's where people run into problems.

So let's take the niche of songwriting and see what's involved with turning
out a HIT song.

1. Knowledge of songwriting - This is actually arguable because there
have been people that, because they had an unusual idea, were able to
get their songs published and recorded with no formal training related to
composition. This is rare though. Most people are at least self taught
through books or listening to other songwriters.

Okay, what is this knowledge?

Well, you have melodic theory, harmonic theory, and lyrical composition.
Mastering each one of these can take years by itself. I started writing in
1979 and didn't really get good until 1990. Some people can master this
stuff quickly. But there is no set timetable for anybody. It all comes down
to how hard you're willing to work at it.

2. Knowledge of the industry - You have to understand what it out
there and what is selling. If you like writing Polkas, you're going to have
a hard time making it in the R&B market. You have to find a style of
music that is out there that's selling and then fit your style to it.

This is where we run into our next problem and I think it's a trap that
many people who are failing fall into. They try to fit themselves into a
niche that they just have no feeling for or real knowledge of. Yes, I know,
there are exceptions...those of us who can promote anything at all and
make money doing it. I firmly believe that these folks are the exception
rather than the rule, which is why I think so many people struggle.

Point is, if you're going to make it as a songwriter, you have to find your
strength and cater to that niche. Then you have to hope that there is
any demand for that niche.

My strength is writing is bubble gum pop. Unfortunately, that genre died
back in the 70s, so I have to look for another strength if I'm going to make
it today.

So you need to go through all the genres, R&B, pop, metal, rock, jazz,
hip hop, MOR, EMO, or whatever and see where YOU fit. That will be your
best chance as far as breaking into the field.

3. Knowledge of demo making - This is the next problem. Today, with
the technology that we have, there is no excuse for not having CD
quality demos. So that means either forking out the bucks to create your
own studio, like I did, or pay for studio time, which can be darn expensive.

The benefit of paying for time and people (outsourcing) is that you don't
have to make the demo yourself. You rent the studio, hire the band and
hire the studio personnel. I did this once and it ran me over $3,000. My
recording studio cost about that much when I redid it this September.

If you're going to make your own demos, then you really have to wear
many hats in addition to the writing, including playing, singing and
recording.

If you're weak in ANY of these areas, you're dead. Why? Because you are
going up against the best of the best. So if you can't sing, get a singer. If
you can't play any instruments, get somebody who can.

But if you're going to spring for your own studio, get a solid education in
engineering. I did. I consider myself pretty darn good when it comes to
mixing songs. My playing is quite good. Problem is, my singing is just a
little better than average SO I should hire singers to come to my studio
each time I cut a song. Problem is, that runs into tons of money, so I cut
corners and sing my own demos. Could be part of the reason why I still
haven't had a hit record yet.

Point is, if you're going to make your own demos, you better make sure
that they sound as good as possible.

4. Knowledge of the marketing - In the songwriting business, this is
even harder than in normal IM. In normal IM, you're marketing directly to
the end user of your product. In the songwriting industry, you're marketing
to publishers who are then marketing to A&R people who are then pitching
to their label. And you wonder why it's so hard to make it in this
business as a songwriter. And then the label has to convince one of
their signed acts that this song is going to make them big.

I got as far as Crystal Gale once with my song "And The Angels Sing"
after getting past the publisher, A&R guy, and label. She passed on the
song. You can look it up on the Internet and find the copyright for it.
It's the only song of over 700 that I've written that ever got that far.

Yeah, this is a tough business.

The marketing?

Well, you have to put together a professional package, send it off to as
many publishers who specialize in that type of music (check with the
Songwriters Market) and then hope and pray.


5. Knowledge of dealing with people - If you are lucky enough to get
a song published and about to be recorded, you better learn to deal with
these people. They will take advantage of you just as soon as look at you,
which means before you sign ANYTHING, get a lawyer. Anybody who
doesn't is looking for trouble.

And that's just the tip of the iceberg. You will have to deal with publishers,
agents, producers, artists, and on and on. This was the most annoying
part for me because most of these people are SOOOOO phony.

6. Anything Else? - Honestly, the above is but a fraction of what's
REALLY involved with songwriting and the industry. I could write a book
on it. Maybe someday I will. I have done all the above. I have given my
life to this industry. Maybe had I worked as hard at IM as I did at this for
so long, I'd be up in lights with Mike F and John R, but honestly, I have
really gotten lazy in my old age. All the articles I write are nothing next to
what I used to do in this industry. The people that I've met, alone, could
fill a book.

Okay, did you see all that's involved? That's what's involved if you REALLY
want to be successful with YOUR business. You have to take it apart
piece by piece in order to see what you have to do to make it work. And
because each business has its own unique quirks, just like songwriting, no
generic "how to" book is going to give you all the answers.

The answers lie within YOUR understanding of what YOU are doing.

Don't know? Can't figure it out?

Then talk to an expert in YOUR business.

What did I do?

When I had to learn how to write songs, I went to college and took
music composition.

When I had to learn about the industry and what was popular, I listened
to the radio...CONSTANTLY. I read books on the music industry. I got all
the publications that were recommended.

When I had to learn how to make demos, I took classes in engineering.
I worked at it constantly, starting with a 4 channel reel to reel and working
my way up to digital.

When I had to learn about marketing, again, I went to the books. I got
the Songwriters Market. I lived and breathed the business.

When I had to learn how to deal with people, I bought books on that. I
also went on a lot of interviews with agents and A&R people. I made a lot
of friends.

Tell me. Are you doing all THAT for YOUR business?

If not, how can you expect to have success?

You can't do this shtick half ass. It doesn't work. You either do it right or
you don't do it at all OR you be happy with whatever results you do get.

Oh, and I did eventually spring for pro singers to belt out some of my
tunes. Still didn't put me over the top.

Now, having said all that...YOUR business is NOWHERE near as hard as
trying to make it as a songwriter. If you put in HALF the work that I put
into my music, you should be making 6 figures a year.

How do I know?

Because half the work is what I've put into IM.
#businessi
  • Profile picture of the author Shannon Herod
    Well Steve, that is a mouthful.

    It is obvious by your posting and by everything else I have seen about you that you are an extremely hard worker. Fortunately, that is why you are so successful. Unfortunately, most people are unwilling to put in the effort to make it work.

    Our culture is moving towards an instant gratification type of mindset. If they do not have it now they do not want to work for it.

    Anyway, great post.

    Shannon
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  • Profile picture of the author lexilexi
    Great article Steven. I think you really could write a book on the subject.

    I've been in the entertainment world for a long time too, and it's funny... I feel as though I've done nothing but work for the last 15 years too and am still looking for the thing that's going to "put me over the top".... dammit...

    The work is essential. But I think a big part of what turns the key is the certain "alchemical combination" that certain people create when they work together. Classic example is Led Zeppelin... all the players in that band were stars in their own right yet none of them had done the thing that put them over the top. And then, as soon as the band formed, it was explosive - and created an environment in which the talent of each of the members was able to be presented in a new and ultra-effective light.

    So I'd say the missing ingredient is the choice you make about who you're going to collaborate with... and this extends beyond the artists into their support infrastructure. Even if you're a solo artist or composer you still have a team. You may be a star but it's only through them you can shine.

    And I'd say this applies way beyond the music world into every realm of business and creativity.

    Thanks for the line about acne cure... loved it.
    Signature

    "If there is no door, it becomes necessary to break out through the wall."

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    • Profile picture of the author lgibbon
      Banned
      Originally Posted by lexilexi View Post

      Great article Steven.
      Yes it was.
      Just a shame it wasn't posted under articles.
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  • Profile picture of the author Nick Brighton
    Thanks for a thoughtful post Steve, and as a fellow musician having toured the country and released demos (and even sold merchandise) I can see exactly where you're coming from...we got nowhere fast, mainly because there's no money in the genre, certainly not unless you have contacts...which is a lesson in itself.

    I would however like to comment on something:

    Originally Posted by Steven Wagenheim View Post


    Tell me. Are you doing all THAT for YOUR business?

    If not, how can you expect to have success?
    I think that you might assume that people need to wear all the hats in running their own business. As you know, you can collaborate with experts to get the great content (i.e hire a songwriter). You can hire a marketing firm to get your demo out (affiliates), and if all else fails, just be the manager who takes a cut for putting the deals together (JV Brokers, publishers etc).

    In other words what I am trying to say is that although there's a lot of work and hurdles in ANY business, most successful businesses are a formation of specialists who each individually bring the pieces of the puzzle together.

    Even if you're a one man band, you can still find a quartet that wants to collaborate with a jazz drummer, and a singer that wants to be star, and a publisher that wants to take a cut for releasing the end product...
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    • Profile picture of the author Tom B
      Banned
      Originally Posted by Nick Brighton View Post

      Thanks for a thoughtful post Steve, and as a fellow musician having toured the country and released demos (and even sold merchandise) I can see exactly where you're coming from...we got nowhere fast, mainly because there's no money in the genre, certainly not unless you have contacts...which is a lesson in itself.

      I would however like to comment on something:



      I think that you might assume that people need to wear all the hats in running their own business. As you know, you can collaborate with experts to get the great content (i.e hire a songwriter). You can hire a marketing firm to get your demo out (affiliates), and if all else fails, just be the manager who takes a cut for putting the deals together (JV Brokers, publishers etc).

      In other words what I am trying to say is that although there's a lot of work and hurdles in ANY business, most successful businesses are a formation of specialists who each individually bring the pieces of the puzzle together.

      Even if you're a one man band, you can still find a quartet that wants to collaborate with a jazz drummer, and a singer that wants to be star, and a publisher that wants to take a cut for releasing the end product...

      I always classified a business as something that will continue to run without you being there.
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      • Profile picture of the author Nick Brighton
        Originally Posted by Thomas Belknap View Post

        I always classified a business as something that will continue to run without you being there.
        Not at all, well not officially. However, my point about gathering everyone together to build success will not mean you have to keep attached to it in that sense. You can essentially bring in people to run your business for you if you like.
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  • Profile picture of the author lexilexi
    I agree with Thomas. Did you read "The E-Myth" btw? A truly successful business bases its success on having a *system* that works - right? The entrepreneur develops the system, demonstrates profitability, and is then free to sell, franchise, and so on. It's either that, or you'll end up working twice as hard and it won't free you.
    Signature

    "If there is no door, it becomes necessary to break out through the wall."

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  • Profile picture of the author Glen Kirkham
    I've been a pro musician for 5 years or so now, guitar and vocals playing 3-4 nights a week all over London... I have also got my own studio where I write my own material, engineer and produce my own tracks, and I have come across the obstacles your on about Steven when trying to flaunt myself to the labels to try and establish some sort of recording / publishing contract.

    What I find interesting, and I would love to hear your response to this Steven.. Is, In this time of boundless communication and frictionless commerce in this wonder known as the Internet, do we really need record labels to essentially distribute and market our products for us as songwriters ?? I think the fact that as IM's we know how to expose ourselves to massive amounts of people... Isn't being a Songwriter / Artist these days the same thing as owning your own business ???

    Recently, when I have been playing live, I have been collecting names and emails and simply entering them into a small autoresponder system... The feedback and sales I have received since learning IM and applying it to music, has shot up rapidly.

    I am now under the impression that even if you have written the next Bohemian Rhapsody and approach a label, they aren't going to look at you unless you have baby faced skin and breasts as supple as a small peeled orange... If you go to them with a list of 5,000 already interested buyers/fans, and you can assure decent web coverage and sales, they will be all over you trying to get you to sign... You've technically proved that you as an artist/songwriter has value and will sell and it's then up to them to see to what extent they can multiply them sales stats

    Cheers Guys

    Glen

    P..S... Led Zep, I agree, are so much bigger than the sum of its parts ;-)
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    • Profile picture of the author Steven Wagenheim
      Originally Posted by Glen Kirkham View Post

      I've been a pro musician for 5 years or so now, guitar and vocals playing 3-4 nights a week all over London... I have also got my own studio where I write my own material, engineer and produce my own tracks, and I have come across the obstacles your on about Steven when trying to flaunt myself to the labels to try and establish some sort of recording / publishing contract.

      What I find interesting, and I would love to hear your response to this Steven.. Is, In this time of boundless communication and frictionless commerce in this wonder known as the Internet, do we really need record labels to essentially distribute and market our products for us as songwriters ?? I think the fact that as IM's we know how to expose ourselves to massive amounts of people... Isn't being a Songwriter / Artist these days the same thing as owning your own business ???

      Recently, when I have been playing live, I have been collecting names and emails and simply entering them into a small autoresponder system... The feedback and sales I have received since learning IM and applying it to music, has shot up rapidly.

      I am now under the impression that even if you have written the next Bohemian Rhapsody and approach a label, they aren't going to look at you unless you have baby faced skin and breasts as supple as a small peeled orange... If you go to them with a list of 5,000 already interested buyers/fans, and you can assure decent web coverage and sales, they will be all over you trying to get you to sign... You've technically proved that you as an artist/songwriter has value and will sell and it's then up to them to see to what extent they can multiply them sales stats

      Cheers Guys

      Glen

      P..S... Led Zep, I agree, are so much bigger than the sum of its parts ;-)

      Glen, you bring up some good points. Problem is, with songwriting, putting
      your stuff up on the Internet, there is so much opportunity for theft, not
      that some labels wouldn't have stolen your stuff back in the old days. It
      happened quite a bit. But with the Internet, it's so much easier.

      Sure, I could go through the whole marketing thing and put up a site with
      mp3s of some of my better original tunes for groups looking for material
      to use, and yes I could go through the whole copyright process to make
      sure the stuff can't be stolen outright, but with a little reworking, and my
      chances of even finding out with all the music around, are slim to none,
      I'd be in court for years trying to prove the material wasn't stolen.

      No, just not worth the hassle for such a cutthroat business.

      But yes, technically, with our marketing skills, we don't need labels anymore.
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  • Profile picture of the author Glen Kirkham
    Thanks Steven, I totally agree with you...

    The value of recorded music has been devalued and money is now being made more so from live performances as well as merchandise and the the value of the 'song' is less lucrative in most but not all cases.

    I'm actually presenting my songs as an artist, not just as a songwriter, therefore that is what I was basing the whole marketing operation around.

    I went to the world Internet Summit afew months ago and Armand Morin (Does well over $15m online per year) had marketed a Single that him and some friends threw together as a laugh, that at its peak reached number 4 in the amazon chart ! This guy is not a musician, the song was a bit of a joke but was marketed that well, he got to number 4 in the charts....

    This is the sort of marketing I am talking about. Here in the UK, you need around 6,500 thousand single sales to get to number 1, which is still a relatively big deal... With the knowledge within these pages, I definitely think it is possible to reach out to 7,000 people + that you can expose your art to.

    The question is ''What marketing techniques would you suggest to give an artist a cutting edge over the competition in the music world''

    anticipating as always

    Glen :-)
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